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Fashion Transformation

This denim brand takes the opposite side of industry standards

By focusing on seasonless designs and premium materials, WeftSide aims to create a fashion future rooted in quality.

21 Jan 2025

In a global culture obsessed with fast fashion and rapid consumerism, WeftSide, a Gothenburg-based brand founded in 2024, is setting a new standard by prioritising slow, intentional production. Their ambition? To create seasonless, durable denim that champions the notion of buying less but better—an ethos that resonates deeply in a world grappling with sustainability.

After leaving his role as a designer at Nudie, founder Johan Lindstedt aims to challenge the traditional fashion industry’s obsession with growth even further. The brand’s foundation rests on just three denim models in three colours, where nothing is ever out of stock. By stripping away excess, they focus on quality, simplicity, and durability. This philosophy isn’t just about making better clothes—it’s a quiet rebellion against the flood of seasonal trends and disposable fast fashion.

WeftSide’s denim is produced during low-intensity periods in premium factories in Italy and Tunisia, ensuring a balance between high-quality craftsmanship and thoughtful, sustainable production. Their commitment to minimalism goes beyond aesthetics—it reflects a broader vision for the future of fashion, one that aligns with global sustainability efforts, much like Eugene Rabkin’s argument that true sustainability requires us to “buy less and buy better.” This notion, embraced by WeftSide, rejects superficial eco-labels in favour of meaningful, long-lasting change.

The brand’s attention to detail extends to its components—eliminating plastic in favour of all-metal, long-lasting pieces—and its minimalistic design approach reflects a dedication to reducing waste and embracing longevity.

WeftSide is not just crafting denim – it’s crafting a mindset to rethink growth, embrace slowness, and prioritise quality. Their commitment to seasonless designs and premium materials is definitely one way forward to a more thoughtful, but perhaps utopian future in fashion.